The Arabian Travel Marekt 2009, the annual middle east regional travel show, opened this week with obviously lower numbers passing through the gates, but with key players still very much in the play.

While organisers and exhibitors did acknowledge the visitors numbers were down, unanimously they all agreed the quality of visitor was higher. Interestingly, it was the major online booking engine and distribution companies that were receiving the most interest.

Expedia, who launched their Arabic version of the popular online channel, reported a bigger than anticipated response from International chains as key hospitality players reach out to the more affluent Middle East traveller market.

As might have been expected, both Dubai and Abu Dhabi had a very strong presence, with the latter having Abu Dhabi Tourism Authority occupy over 1,500 square metres of space and promoting the upcoming Formula 1 race in November.

Walking around the exhibition the overall feeling was certainly subdued, yet it left the visitor feeling that the current economic climate had shaken the tree sufficiently to loose the "fly by night" operators that had rushed to enter the Middle East in the boom time.

Certainly, the exhibitors that did turn up to fill 5 exhbition halls were of a very high standard. Gone were the attention seeking "product launches", save perhaps for one rather poor taste attempt involving a tired Marlyn Munro look-a-like, and in their place came carefully thought out long term strategies.

Of the regional Hotel chains, undoubtedly Rotana showed new found maturity, with their stand continually the venue of choice for major MICE and inbound operators. While on the International front Starwood were pushing their budget conscious brand "a loft" to new heights, an indicative statement for a US orientated company.

For the outbound operators it was definately Malaysia and Hong Kong that were fighting it out for first place in the visitor sweepstakes. Truly polished in their promotional capabilities, it was difficult to push through the agents and hanger's on to see what all the fuss was about.

As exhibitions go, and bearing in mind that the Middle East has been least affected by the recent slow down in travel, perhaps ATM has come of age and finally is a "business to business" event.